What is Small Business Lead Generation?
Small business lead generation refers to the use of numerous tactics by a small business to generate interest in their product or service and attract people interested in the hopes that they will eventually turn them into customers.
Lead generation is an important tactic small firms use to attract potential consumers.
Lead generating techniques have existed since the dawn of time. All businesses use lead generation for a variety of purposes.
Some companies take care of lead generation on their own, while others reach out to a credible promotional agency to achieve the desired result in the shortest time possible.
The following are some small-business objectives:
- Establishing robust customer relationships
- Expanding your customer reach
- Generating revenue
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Challenges and Tips in Small Business Lead Generation
According to a survey, the primary lead generation challenges for B2B organizations are shown below. I will go over each of the challenges highlighted in the image below and offer ideas and tactics for overcoming them and producing more leads in the rest of this post.
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Challenge 1: Discovering a Strategy, Tactics, or Offer that Gets the Attention of Potential Leads
According to the survey, this is the most challenging obstacle in lead creation for firms.
Tip: Get to know your potential customers.
What demographics, interests, requirements, budgets, and pain points do they have? What difficulties or concerns can your company solve for them? When making a purchase, where do people seek businesses like yours? Conduct surveys, perform market research, look at what people are saying about your company online, or question them in person to learn more about your target customers.
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Challenge 2: Finding Enough People (or the right people) to Generate Leads
Finding the correct people is a problem for some 38 percent of businesses. Having enough employees to do just about anything is a constant struggle for small business owners, so this isn't surprising.
Tip: Try to automate as much as possible.
Even with a small team, the more you can automate your lead generation and lead management process, the more you can do. An excellent small business service will assist you in automating tasks such as sending emails and receiving notifications on new leads. Furthermore, it relieves your staff of the responsibility of keeping on top of every technical update in the world of search engine optimization, online advertising, and other lead-generating techniques.
Look for a lead generation service that can assist you with several facets of lead generation, such as paid search advertising, website optimization for search, obtaining your business placement on Google Maps, and delivering exclusive leads. The more leads your lead generation business can manage, the less work, your employees, will have to accomplish (and the fewer employees you will require).
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Challenge 3: Measuring and Documenting Lead Generation Success
More than a 31 percent of firms have trouble determining how effective their lead generating is. However, if you don't evaluate your success rates, you could be squandering money on ineffective lead-generating tactics without even realizing it.
Tip: First, define "success.”
It would help if you first had a quantitative definition of success before you document your lead generation success. That definition will differ depending on your organization, your target customers, and your specific lead generation challenge. To put it another way, it's up to you to figure it out. Consider the following scenario:
- If you're having trouble getting leads, then success could mean increasing the number of leads you get by X percent per month.
- If you generate a lot of leads but don't close any sales, success might be defined as increasing closed sales by X percent per month.
It's critical to keep track of the number of leads you generate, the number of sales you close, sales revenue, the timeframe of your usual sales cycle, and other key performance indicators.
Authentic lead management software will help you track performance indicators, measure your results, and generate leads.
As time passes, make sure you revise and update your definition of success. If you're experiencing a lot of trouble with lead generation, make sure to update it at least every quarter.
Challenge 4: Collaborating with Strategic Partners and Business Alliances to Generate Leads
For about 30 percent of the businesses surveyed, this is a challenge. It is really hard to keep a strategic collaboration well thriving. That's unfortunate because collaborating with other firms can assist everyone involved to generate more leads.
Tip: Maintain the grunt work to a minimum.
Don't give up on strategic partnerships just yet. Yes, prioritizing collaborative efforts with another company can be challenging when you're overloaded working on your small business on a daily basis. However, the more you can systematize, automate, and streamline the administrative side of things, the less time it will take to generate leads overall. This provides more time for you and your partners to strategize about the big picture.
Lead generation services that automate the process of lead generation, lead management, and follow-up can relieve you and your strategic partners of a significant amount of work. To collaborate effectively, look for a small business lead generation service that benefits both sides. You may not obtain the optimum results from the tool unless you both buy into the tool.
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Challenge 5: Funding Lead Generation Activities
For more than a quarter of the businesses surveyed, this is a struggle. It's not surprising, given how widespread budget concerns are among small business owners.
Tip: Handle marketing as an investment and assess your return on investment.
Small business owners frequently believe that money spent on marketing disappears. They consider it an expenditure rather than an investment. This is why many small business owners are hesitant to invest in marketing, but here's the thing: your firm will never expand if you don't market it. This is when Pay-Per-Click Advertising (PPC) plays an important role.
The idea is to consider marketing as an investment and to track your return on investment like any other investment. Small business lead generation services that measure crucial performance data like ad ranking, lead conversion, and the effectiveness of each ad campaign provide a clear picture of your ROI.
Look for a technology that allows you to track your ad spend data in real-time, so you never go over budget.
Challenge 6: Providing Potential Leads with Pertinent and Valuable Content
Almost one-fourth of businesses in the survey struggle in providing valuable content to potential leads. One of today's greatest marketing trends is content marketing.
Tip: Evade creating material that your customers aren't interested in.
Please don't waste time posting about topics your clients don't care about or distributing it in areas they don't visit. Develop a comprehension of your clients so that you can communicate with them through content. Consider your customers' preferences, requirements, and pain points. Then track the results to see which content is the most effective and performs the best.
Pay close attention not only to where leads originate from but also to what kind of content they favor as you track the path that leads grab to access your website and take action.
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Lastly, you may hide some parts of your content and open them only after payment or password to further convince your clients of the value your content has. WordPress Security Copy Content Protection plugin (SCCP) is a great lead generation tool that can help you with that.
Challenges 7, 8, and 9: Having it done
These three challenges — selecting a lead-generating strategy, putting the strategy into action, and having enough internal lead generation knowledge.
Tip: Seek assistance from outside.
You would think it wouldn't be difficult to reach a deal on something in a small firm. Leaving it over to an expert is sometimes the best approach. Small business lead generation services are often operated by business marketing specialists, so you can trust that if you hire outside help, they will know how to create a framework or devise a plan for you.
Create a list of lead generation firms and compare them to discover which one best suits your demands. Choose a small business lead generation service that offers robust assistance, such as regular performance reviews and account managers with knowledge in lead generation and management.
Lead Generation Ideas for Small Business
Creating a presence in the path of potential leads and giving them a reason to visit your website is the first step in small company lead generation. Here are a plethora of suggestions to get you started in the path of accomplishing your goals.
- Perform Basic Local SEO
- Claim and optimize your free Google My Business directory listing.
- Use descriptive title tags to perform basic search engine optimization (SEO) across your website's pages. Work with local SEO professionals. For example, hire a Minneapolis SEO agency to target this specific region as it has a better understanding of the audience's needs and pain points.
- To encourage click-through from search engine results, optimize each page with an appealing Meta description.
- Claim your local business listings on business directories
- Motivate your customers to post reviews and feedback regarding your business. When asked, the majority of happy consumers are happy to comply.
- Publish a Blog
- Articles, videos, podcasts, infographics, galleries, and any combination of these can be found on a blog. The goal is to generate content that addresses the questions that customers are looking for.
- Learn and use SEO tactics to boost your search engine rankings.
- Publish Guest Post on Relevant Websites
- Guest posts are a great way to share your knowledge with web publishers for free.
- Include links to helpful resources on your website in your articles wherever possible.
- Implement this tactic in local print publications as well, making sure to add a link to your website.
- Be Active on Social Media
- Determine which social media channels are preferred by your clients.
- Please share as much content as you can on your profiles, whether it's your own or curated.
- Promote your social media channels in any way you can.
- Interact with potential customers in a way that is both instructive and beneficial.
- Please keep track of influential people in your field and strive to form mutually beneficial connections with them.
- Run Paid Search Ads
- Explore the numerous advertising choices offered by Google Ads
- Google Ads offers a variety of advertising choices.
- Refine your strategies to minimize PPC expenses and increase ROI.
- Run Social Media Ads
- Facebook advertising is simple, typically effective, and has a low cost for entry.
- Instagram, Twitter, LinkedIn, and YouTube offer online ad programs that you may use to generate leads.
- Run Native Advertising
- With native advertising, your online advertising options expand beyond the top search and social channels to include millions of publishers.
- Learn how to use discovery networks like Taboola to run programmatic ads.
- Investigate the potential of combining with publishers to create sponsored content and ads.
- Build a Referral Network
- Identify practical marketing tasks that justify reaching out to professionals to build connections, establish relationships, and create content.
- Identify practical marketing tasks that justify reaching out to professionals to build connections, establish relationships, and create content.
- Invite well-known professionals to write guest blogs for your website.
- Rather than expecting something in return, show your gratitude to your supporters.
- Run Events
- Host webinars.
- Participate in conferences and local events as a speaker.
- Attend expos and give participants a reason to interact.
- Using social media, create live streaming and other forms of events.
- Use Email Marketing
- The traffic you get from email marketing comes with a catch: it's just for people who have already visited your site and opted into your mailing list (unless you built an email list offline). You may capitalize on email to drive traffic to your website by providing solid reasons for subscribers to return.
- Send out newsletters and emails that notify recipients about useful information you have published on your website. Consider including insights from the best investment newsletter to enhance the quality of information you provide to your audience, keeping them well-informed and engaged.
- Implement More of What’s Working
- Create a Google Analytics account and use it to collect data on a regular basis. Your goal is to figure out who comes to your site, where they came from, what pages they look at, and how they act.
- Use this data to inform your content and promotional strategies.
- Do more of what gets people to come to your website (traffic) and less of what doesn't. Of course, you will want to think about what drives people to convert.
- According to a HubSpot report, lead generation is the most crucial goal for 85 percent of b2b marketers.
- Sixty-one percent of marketers are still having trouble generating traffic and leads.
- On the sales front, the story is the same. Despite the fact that closing leads are still the top goal for salespeople, 40 percent of them struggle with prospecting.
This should not, however, deter you from doing everything you can to increase your lead generation. If you stick to a well-thought-out approach that integrates the methods outlined above, your efforts should begin to pay off. Finally, be truthful to yourself. Generating leads is a time-consuming and skill-intensive process. If you don't have these resources, attempting it on your own could be overwhelming. Rather than attempting to figure things out on your own, we recommend that you outsource lead generation from lead generation organizations for small businesses.
Robert Jordan, a seasoned marketing professional with over 12 years of experience, is currently working as Media Relations Manager at InfoClutch Inc, which offers the most sought-after technology database, including a new business email list, Salesforce clients list with other services. Have expertise in setting up the lead flow for budding startups and take it to the next level. Have a deep interest in marketing, b2b & technology-related discussions. Always open to new ideas & discussions.